April 15

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Great Brands Transcends Products

Persuading people to buy your products is an effective strategyโ€ฆ๐™ช๐™ฃ๐™ฉ๐™ž๐™ก ๐™ž๐™ฉ ๐™ž๐™จ๐™ฃโ€™๐™ฉ.

No manufacturer (or marketer) plans for brand decline, but the reality is markets mature and change and product differentiation becomes less effective over time.

One thing you can (and should) plan and budget for is consumer research. If you are struggling to scale your product or service, you may need to better understand the needs and wants of your customer. Doing the work upfront, intentionally asking the questions, and deeply listening to your customers will better position your company to create and support a healthier, more transparent, and authentic brand.

Introducing the Value Propositionโ€ฆ

Branding is the way you present your value proposition to your customers. A value proposition is a promise of value that your product will deliver. To differentiate your product from the competition, you must first transform it from a physical object into a mental construct. In other words, flip the narrative from โ€œwhatโ€ to โ€œwhyโ€. We must never lose sight of the fact that brands exist in the hearts and minds of our consumers.

It is not a list, a chart, or a word cloud. It is a clear articulation of what makes you the leader in your field and untouchable by your competition.

A value proposition must offer three things:

๐Ÿ) ๐‘๐ž๐ฅ๐ž๐ฏ๐š๐ง๐œ๐ž (๐ฌ๐จ๐ฅ๐ฏ๐ž๐ฌ ๐š ๐ฉ๐ซ๐จ๐›๐ฅ๐ž๐ฆ ๐จ๐ซ ๐ข๐ฆ๐ฉ๐ซ๐จ๐ฏ๐ž๐ฌ ๐š ๐ฌ๐ข๐ญ๐ฎ๐š๐ญ๐ข๐จ๐ง)
๐Ÿ) ๐•๐š๐ฅ๐ฎ๐ž (๐๐ž๐ฅ๐ข๐ฏ๐ž๐ซ๐ฌ ๐›๐ž๐ง๐ž๐Ÿ๐ข๐ญ๐ฌ)
๐Ÿ‘) ๐ƒ๐จ๐ฆ๐ข๐ง๐š๐ง๐œ๐ž (๐ฐ๐ก๐ฒ ๐ฒ๐จ๐ฎ ๐š๐ง๐ ๐ง๐จ๐ญ ๐ฒ๐จ๐ฎ๐ซ ๐œ๐จ๐ฆ๐ฉ๐ž๐ญ๐ข๐ญ๐จ๐ซ)

For future success, it is crucial that we begin with and continue to conduct ongoing research, rapid branding, quick prototyping, and easy-to-understand messaging. Not only will your future customers reward you, but your future P&L will also be in the black!

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.


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